Research Director Study: All-Christmas Stations Reigned Over Holidays

March 12, 2015 at 3:52 AM (PT)

RESEARCH DIRECTOR, INC. has analyzed the holiday season for radio, looking at the top-15 markets and compared the year-over-year performances --on a P6+ basis -- of stations that switched to all-CHRISTMAS in both 2013 and 2014.

Of those markets, MIAMI-FT. LAUDERDALE-HOLLYWOOD was the only one without a full-time holiday outlet. They found that the great majority of the stations enjoyed significant bumps.

“Of the 17 stations we looked at (DALLAS-FT. WORTH, HOUSTON-GALVESTON and PHILADELPHIA each had two), 13 of them had better shares in 2014 versus 2013," the study found. "Taken in aggregate, the winning stations increased their share by 16.1% overall. And, the “losing” stations should not be pitied – all still had monster shares.”